Fcuk this for a euphemism rules advert case judge

A high court judge yesterday cut through one of advertising's most infamous in-jokes describing the fashion chain French Connection's fcuk trademark as simply "a euphemism for the obscene expletive".

Mr Justice Rattee questioned French Connection's attempt to stop an internet site using the four letter word, saying: "How can you talk about goodwill in connection with such a tasteless and obnoxious campaign?"

Lawyers acting for French Connection were attempting to stop an internet consultant using the website name, fcuk.com, which it claimed was exploiting the "goodwill" generated by its successful £3m advertising campaign.

Mary Vitoria, representing French Connection, said fcuk was now instantly associated with the fashion company and was a household name.

The judge refused to give an immediate injunction in French Connection's favour and ordered a full trial.